Marketing research (MI) is the systematic collection, recording, and subsequent analysis of information related to marketing or marketing tasks. Such operations are carried out in order to continuously improve the quality of the procedure for making various decisions and strengthen control in the process of creating a business project.
Organization Methods
To organize and conduct MI, you should use the services of a specialized consulting agency, for example, experts from the Vtsconsult company or involve the company's research department in the process.
However, keep in mind that the latter option may have some disadvantages:
- the specialist may have insufficient experience in performing such tasks;
- low objectivity of the results obtained;
- poor technical equipment of the department;
- Delaying the process is a waste of valuable time.
If you look at the site of the Vtsconsult company, in the "Marketing Research" section you can read in detail about the methods, tools and goals achieved in conducted by MI experts. See examples of their work and get acquainted with the terms of cooperation.
What are the purposes of marketing research
In most cases, MI is carried out for the following purposes:
1. The search goal is to collect the necessary information to obtain a preliminary assessment of a particular problem, as well as to structure it;
2. Descriptive purpose - a detailed description of the specific objects of the research being carried out, certain phenomena and factors that may affect the quality of the assessment;
3. The causal goal is to test all kinds of hypotheses about the presence of so-called cause-and-effect relationships;
4. The test goal is to effectively select several of the most promising options and obtain an assessment of the correctness of decisions;
5. Forecast goal - predicts the possible state of the object after a certain period of time.
Features of marketing research
MI has one main feature: the presence of a target orientation to obtain a solution to one or several tasks of the business environment.
Study classification:
1. Market research is carried out to study its nature and size, determine the geographic location of consumers, the functioning of all components of this area.
2. The study of the sale of services and goods is necessary to determine the volume of sales of products in individual areas, assess different methods of trade, inventory of commodity stocks
